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CRC-STC May 2013 Summit Presentation
- 1. Highlights of the 2013 STC Summit A “lightening” overview of hot topics in our profession
- 2. The STC Summit-at-a-Glance • May 4-8 • Atlanta, GA • ~800 attendees • ~30 vendors
- 3. • 137 offered • 22 attended • Access to most sessions online now • All sessions online by mid-summer Sessions
- 5. Modes of Communication • Tweeting (@STC_Summit) • QR codes • Blogs • Texting • Emailing • Lanyrd messaging
- 6. • Professional development • Social media • Single-sourcing • Content strategy • Business acumen and metrics Hot Topic Areas
- 7. • Professional development • Social media • Single-sourcing • Content strategy • Business acumen and metrics Hot Topic Areas
- 8. Professional Development • Network • Know your niche • Cultivate your online presence
- 9. Networking: On a personal level • Making interpersonal, face-to-face connections • Meeting the people behind the articles/presentations • Learning how other companies *really* function
- 10. Networking: On a chapter level • Carolina Chapter and South Carolina Foothills Chapters • Other chapter presidents
- 11. Know Your Niche
- 12. Cultivate Your Online Presence • Strong LinkedIn profile • Conscious social media presence • Example(s) of recent growth
- 13. Resources: Professional Development • Slideshare.net/bwoelk • Slideshare.net/JackMolisani • Slideshare.net/roger-renteria
- 14. • Professional development • Social media • Single-sourcing • Content strategy • Business acumen and metrics Hot Topic Areas
- 15. The Flow of Social Media Blog Tweet LinkedIn Email FaceBook
- 17. Leveraging Social Media for Feedback
- 18. Maintaining Security in Spite of Social Media • Use a passphrase (ItwasaDark4%Stormynight>78*) or a “password safe” like 1Password • Update security patches routinely • Recognize phishing scams • Google yourself periodically
- 19. Resources: Social Media • Slideshare.net/bwoelk • More to come at STC.org. None of the sessions I attended are online yet.
- 20. • Professional development • Social media • Single-sourcing • Content strategy • Business acumen and metrics Hot Topic Areas
- 21. Single-Sourcing: The usual suspects • DITA • Customized XML • MadCap Flare • FrameMaker (search Techwhirl.com) • Anything else?
- 22. Non-DITA Single-Sourcing Session • This session explores….how the world’s largest prison system developed and implemented a multi-author, single- source (non-DITA) workflow into a project mid-stream to provide a flexible set of documentation and training materials.
- 23. What did they use? • Tracking sheets built in Excel • Flare • Contributor
- 25. Necessity is the Mother of Invention • Single-sourcing as a concept, rather a practice dependent upon one tool (e.g., DITA) • Real-world innovation in response to constraints
- 26. For our Flare Users • Use XML layers to conditionalize graphics Conditional display in Flare Use Capture to edit graphic Bitmap base layer
- 27. Resources: Single-Sourcing • www.homerchristensen.com • Slideshare.net/scriptorium (for info on DITA) • Stay tuned for MadCapMike’s presentation published at SUMMIT@aClick
- 28. • Professional development • Social media • Single-sourcing • Content strategy • Business acumen and metrics Hot Topic Areas
- 29. What does your company do?
- 30. Purposeful Content is powerful!
- 31. Content as a Service Business Drivers Tools/Processes Analytics
- 32. Criteria for Content • Importance of information • Economic Impact • Usefulness
- 33. Characteristics of Strategized Content • Uniform appearance • Controlled storage • Re-usability
- 34. Resources: Content Strategy • Slideshare.net/4jsgroup/ • www.thirtysix.net • Slideshare.net/Saraboettcher • Slideshare.net/Culturecom • Content Strategy 101 by Sarah O’Keefe
- 35. Content Strategy & “Business Speak” Content Strategy Content Strategy Content Strategy Content Strategy Business speak
- 36. • Professional Development • Social Media • Single-Sourcing • Content Strategy • Business acumen and metrics Hot Topic Areas
- 37. Building a Business Case • Staff Training • Tool Cost/Compatibility • Process Changes • Content • Training • Customer Satisfaction • “Must have” vs. “Nice to have”
- 38. Business Cases • Don’t …focus on “Saving Money” • Do …focus on “Adding Revenue”
- 39. Start→Continue→End with Metrics • Start: Identify problems, define the vision, prove that the vision is right • Continue: Measure success in small increments, determine when it’s time to course-correct, keep sponsors engaged • End: Prove the business value of information architects, encourage future investments
- 40. Metrics: Two Audiences • Business people • Content people
- 41. Roles Aligned with Metrics Business Stakeholder Example Metrics Marketing Executive ROI Cost per lead Conversion metrics Sales Executive Viable leads Product performance Development Executive Development costs Compliance Quality and test results
- 42. Metrics: The nuts and bolts • Normalize results to scores • Categorize and weight metrics • Validate the framework
- 43. Quantitative Metrics: How good is good? • Time • Beginner: 15 minute mile • Intermediate: 11 minute mile • Athlete: 8 minute mile • Heartrate • Below fat-burning zone • Fat burning zone • Aerobic zone
- 44. Quantitative Metrics: Normalized • Time • Horrible = > 15 minute mile • OK = Beginner: 15 minute mile • Good = Intermediate: 11 minute mile • Great = Athlete: 8 minute mile • Heartrate • Horrible = no heart rate • OK = Below fat-burning zone • Good = Fat burning zone • Great = Aerobic zone
- 45. Normalizing Content • How does content speed user success and time to value? (Direct link to customer value) • How does content impact product quality? (direct link to customer loyalty) • How does content influence customer satisfaction? (direct link to ROI)
- 46. Resources: Business Acumen & Metrics • May 2013, Intercom article • Slideshare.net/mobile/akriley • Thirstysix.net (Lisa Pietrangeli)
- 47. Honorable Mention • Conveying Messages with Graphs, by Jean-luc Doumont • www.principiae.be • Cascading Style Sheets: Beyond the Basics, by David Gash • Lanyrd.com/profile/dave-gash/
- 48. Go to CRC STC for more information! • www.charlotteregionalstc.com • @crcstc • crc.stc@gmail.com • crcstc.eventbrite.com • Look for our new online presence on LinkedIn and FaceBook
- 49. Our next meeting… • What: STC Social • When: Tuesday, June 25 at 6:30 PM • Where: Cabo Fish Taco, 3201 N Davidson St, Charlotte
Editor's Notes
- *Using social media for professional development, Ben WoelkGrowing opportunities in Content Management and Social Media, David CarusoSocial Media and Your Documentation: Why Should You Care?, Jennifer White
- What does your company do? [ask people] Actually…we should all have the same answer to this question from the perspective of content strategy…
- A: Our Companies Make Money!You must create content to be a successful company. Based on the amount of attention this concept received at the summit, Content Strategy has definitely expanded beyond web development….
- Content is a strategic asset and should be treated like one. Content Strategy is about achieving business goals by maximizing the impact of content. While a technical communicator is focused on delivery, the content strategist is focused on building strategies around content optimization, innovation, and/or information architecture.If you imagine providing content as a service, you must evaluate business drivers and the tools/processes used to generate content and your work should be guided by the data derived from analytics. Technical communicators transitioning to content strategists must be very methodical in devising content.
- Content strategy encompasses enterprise-wide strategies; not just departmental goals. For example, Does the content represent knowledge that must be transferred? What happens if the content is not communicated?Does the content impact the intended audience? What is the economic impact to the organization if the content is not communicated?Content: revenue generator/assetIs the content useful to the intended audience? Is the content critical to the objective of the business?
- Building Documentation Infrastructure, Sonali Natarajan, CISCOFrom Technical Writer to Content Strategist, Alan Porter (Caterpillar)
- All roads to content strategy intersect with being able to “talk the talk” of “the business”. Technical Communicators have traditionally avoided this interaction, but if we continue to evolve with our changing role in the business world, this is one area that cannot be avoided and that, based on the amount of airtime it received this year at the Summit, is increasingly important.
- Defining and Evaluating Success: Metrics for Information Architects, Andrea Ames (IBM)
- In one session, How to Build a Business Case, Lisa Pietrangeli, she provided a framework for building a business case.The purpose of a business case is to get your message across to the business.
- In the past, we’ve always promised to save money. According to many of the speakers, those days are behind us. Their recommendation…NO: The message is not about saving moneyYES: The message is about adding revenueTo drive your point home, use metrics.
- Metrics remove the emotion from your argument; they are more convincing than qualitative reasoning.
- As with writing, know your audience. There are two primary audiences for metrics:Business people: Prove the value of content and the information experience using metrics that matter to business. Revenue streams, customer loyalty, ROI, time to value, mindshareContent people: Define common ground amongst all the different types of content people. What business unit are they located in? Who grades them on their performance? Where do their goals align/conflict with yours?
- Know your audience and adjust the metrics accordingly…
- For more information on using metrics to tell a better story to the business, see the May issue of STC’s Intercom magazine.
- Building Documentation Infrastructure, Sonali Natarajan, CISCOFrom Technical Writer to Content Strategist, Alan Porter (Caterpillar)
- No meetings in JulyAugust: WebinarsSeptember: Student MeetingOctober: Leveraging Office 365 for technical communication